The senior team within the business had ambitious growth plans, including a multi-country expansion. They wanted to ensure that the building blocks were in place to enable the business to scale appropriately across supporting capabilities to accelerate growth. They knew that key to this was a strong CRM team who could use data and insight to really propel the business forward but they didn’t know how good the team was and what areas required focus.
The scope of the assessment included data, marketing systems, toolsets, processes (including documentation and ways of working), campaign activity, reporting and customer focus. A large number of interviews were conducted with different business stakeholders to understand their views as well as their interactions with the existing team. The different capabilities were assessed against a maturity curve to quickly show where the CRM team was over and under performing.
The breadth of this review was significant and whenever a capability assessment is carried out there is a need to immerse yourself in to the organisation otherwise you’re not able to validate what you’re being told and make recommendations that fit the company's values and personalities.
There were some key areas of focus that emerged with the overall theme, being that the team were having to work very hard to deliver the basics and were only able to react to the business needs due to their size. They had enough core data, tools and infrastructure to make good progress on their short term CRM journey, however longer term they needed to invest in to move from one-size-fits-all marketing activity to more personalised communications to customers who were behaving similarly.
A set of recommendations to improve operational performance that covered a new suite of reports, changes to their campaign strategy, new targeting models and a cleanse of their data.
An assessment was carried out of potential quick wins and the value if executed – in this case £3.2m incremental benefit was identified in phase one.